Three leading Saudi-based female influences have visited Korea as part of Hyundai’s outreach to women drivers in the Kingdom, and as brand ambassadors for the carmaker.

The three women include entrepreneur and lifestyle influencer Bayan Linjawi; radio presenter, travel blogger, and fashion lover, Shadia Abdul Aziz; and business-owner and fashion career coach, Reem Faisal.

During their tour of Korea they received detailed briefings about Hyundai and its products, and toured production, design and research facilities. The program gave them an understanding of the innovative and advanced thinking that underpins today’s Hyundai models, and also included opportunities to experience Korean culture and heritage.

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“This is an exciting moment for women drivers and for motoring in Saudi Arabia, and Hyundai is committed to playing an active part in this historic change,” said Hyundai’s Head of Operations for Africa and the Middle East, Mike Song. “Hyundai’s models will appeal strongly to women drivers from all walks of life, from younger more style conscious drivers, through to those who value practicality and quality. Our brand ambassadors are part of our strategy to highlight those qualities to women as they take their place behind the steering wheel.”

Hyundai has identified design and safety as key buying factors for Women drivers in Saudi Arabia, and offers these attributes in a variety of segments, including sedans and SUVs. It has identified established names including the Azera, Sonata and Tucson as key products to promote, as well as the new Kona premium compact SUV.

The brand ambassadors will use a selection of these Hyundai models as they join the first ranks of Saudi female drivers, and will share their experiences with fans and followers. Included in their roles will be being part of digital commercials, social media postings, and event appearances under the umbrella of Hyundai’s Saudi campaign #whatsnext #الجاي_احلى)).